Yankees principal owner George Steinbrenner, left, watches a spring-training game with his son Hank Steinbrenner on Friday.

AP / Julie Jacobson

FORT MYERS, Fla. — Even as the Red Sox-Yankees rivalry was reaching its apex in recent years, something seemed to be missing.

Where was the bluster? Where were the outrageous, incendiary remarks from the owner? Where, in short, was the passion of George Steinbrenner?

Felled by illness, Steinbrenner allowed events to take place mostly without comment. When he did see fit to say something, it came in the form of a sanitized statement from the office of his personal publicist, Howard Rubenstein.

At a time when the teams were ratcheting things up on the field, the noise off the field was strangely muted.

Not now.

Steinbrenner’s son, Hank, newly installed as general partner, has taken over the day-to-day oversight of the franchise, and has shown, in short order, that he has learned plenty from his father.

In the last few weeks alone, Hank Steinbrenner has 1) alleged that plenty of Red Sox players had used performance-enhancing drugs, but weren’t named in the Mitchell Report because of Sen. George Mitchell’s ties to the organization and 2) stated that the concept of Red Sox Nation is largely manufactured by marketing experts and propagated by ESPN.

"Red Sox Nation? What a bunch of (expletive) that is," Steinbrenner told The New York Times’ Play magazine. “Go anywhere in America and you won’t see Red Sox hats and jackets; you’ll see Yankee hats and jackets. This is a Yankee country. We’re going to put the Yankees back on top and restore the universe to order."

Gentlemen, start your insults. All this, and it’s only the first weekend in March.

Hank is the new face of the Yankees, as his father was for the first 30 or so years of his reign-of-terror ownership, and you get the distinct feeling that it is a role for which he was groomed. His official title is general partner, but actually he is the franchise’s flashpoint.

And, like his father, there is nothing that Hank detests more than the Red Sox. Unless, that is, you count the Mets and losing in general.

So once more, the battle has been joined. Just like old times, the Man in Charge of the Yankees has an opinion about everything and isn’t shy about sharing it.

Don’t think the Red Sox haven’t taken notice.

“I certainly think he has his father’s passion and competitiveness,” Red Sox CEO Larry Lucchino said the other day, “and that’s always a good thing for the rivalry.”

All of which doesn’t mean that the Sox — and Lucchino specifically — agree with Hank’s rants. Lucchino has already labeled Hank Steinbrenner’s comments about the Sox’ alleged steroid and HGH use as “reckless,” and not worthy of a formal response.

Expect more fiery exchanges between Hank Steinbrenner and Lucchino over the course of the season. Though George Steinbrenner and Boston principal owner John Henry are friendly — remember, Henry once was a minority investor in the Yankees before buying the Red Sox — the same cannot be said about Steinbrenner Sr. and Lucchino.

It’s doubtful that Hank feels any differently.

The irony, of course, is that Hank and Lucchino are more alike than either would care to admit. Both are accustomed to speaking their mind and having their way, and aren’t afraid to engage the enemy.

The other day, Lucchino made sure to mention that the new Yankee Stadium “will bring about a sea change and we have to respond.” He noted that the Sox have already “spent some time considering the escalation of resources and revenues” the Yankees will reap when the ballpark opens next year.

New York’s economic might, Lucchino pointed out, enables them to “dwarf everybody in baseball.”

The Sox are no economic slouches themselves, of course, but they love casting themselves as the spunky underdog. Or, to borrow from Lucchino’s favorite Star Wars metaphor, the Rebel Forces pitted against the Evil Empire.

Know this: if the Red Sox buzz Alex Rodriguez in the first series in April, the Yankees’ response won’t come via fax the next afternoon. It will be loud and clear and it will emanate from the owners’ box.

If you thought the rivalry was losing steam and you were starting to get soft about the Yankees, Hank Steinbrenner makes it fashionable to hate them again. In fact, he wouldn’t want it any other way.

Game (back) on. Just like the old days.

smcadam@projo.com